Tam: THE FLIGHT OF 190 MILLIONS

Credits & Description:

Category: Best Use of Sponsorship

Advertiser: TAM

Product/Service: AIRLINE

Chief Creative Officer: Marco Versolato (Y&R)

Creative Director: Alexandre Vilela (Xa) (Y&R)

Creative Director: Felipe Gall (Y&R)

Copywriter: Igor Cabo (Y&R)

Copywriter: Caio Mattoso (Y&R)

Copywriter: Leonardo D Andrea (Y&R)

Art Director: Jose Neto (Y&R)

Art Diector: Rodrigo Mendes (Y&R)

Art Director: Carlos Pimenta (Y&R)

Production Company: O2 Filmes (O2 Filmes)

Director: Fernando Meirelles (O2 Filmes)

Director: Rodrigo Meirelles (O2 Filmes)

Agency Producer: Nicole Godoy (Y&R)

Agency Producer: Camila Naito (Y&R)

Account Supervisor: Alessandro Cardoni (Y&R)

Advertiser's Supervisor: Manoela Amaro (TAM)

Account Manager: Daniela Monteiro (Y&R)

Media placement: TV - Globo / Record / Sportv / Others - 02/05/2011

Media placement: Internet - Internet - 06/05/2011

Media placement: Newspaper - OESP / Folha De S.Paulo - 04/05/2011

Media placement: Magazines - Veja / IstoÉ - 04/05/2011



Summary of the Campaign

During the 2010 FIFA World Cup, the national soccer team coach narrowed the access to the players the best the could. As the national team official airline, we decided to open a communication channel between the fans and the players. Detail: during the 2010 FIFA World Cup, a time of the year when all the advertisers were speaking about the same theme. Our idea was to use a media no other sponsor could: our own airplane. Since the national team’s coach narrowed the access to the players, we decided to create a communication channel between the fans and the players.

We created a campaign using TV, newspapers and internet, inviting all Brazilian fans to head to South África onboard with the national team. We asked them to send encouragement videos to the players and the best ones were applied as stickers on the aircraft fuselage and the best videos became a film screened to the players during their flight to the World Cup. At the same moment, the film was also uploaded to YouTube, so the fans could watch it, real-time, with the national team players.



The Situation

TAM, the largest airlne in Brazil, is one of the 10 sponsors of the national soccer team. Our challenge was to divulge this information during a time of the year when not only the remaining 9 sponsors were speaking about soccer, but all advertisers in the country we doing the same. Important detail: at this time, the national team’s coach had narrowed the access to the players the best he could.



The Goal

We needed to divulge to all Brazilians that TAM was one of the national soccer team’s sponsors. More than that, TAM was transporting the players do the World Cup. And what did the 190 million brazilians have in common? The fact all of them want to talk to the players.



The Strategy

Since we didn’t have enough budget to compete with the biggest advertisers in the country, we decided to create something that could generate some buzz on newspapers, websites, blogs and so on. Something people wanted to see and talk about. And so we came up with the idea of instead of doing a campaign, to realize the dream of 190 million brazilian fans.



Execution

We decided to use a media no other sponsor could: our own airplane. We transformed it into a communication channel between the fans and the players. During 45 days, we divulged a campaign asking the Brazilians to send encouragement videos and messages to the players. Following that, we applied these phrases as stickers on the aircraft fuselage and the best videos became a film screened to the players during their flight to the World Cup. We also uploaded the film to YouTube at the take off moment, so the fans could watch it, real-time, with the national team players.



Documented Results

- The national soccer team departure was broadcast live by the biggest TV network in the country. The video and our airplane were news on the most important TV news programs, newspapers, magazines, websites and weblogs in the country, representing over US$ 5 million on spontaneous media.

- It was Brazil’s most viewed video on YouTube during the premiere.

- And the coach that didn’t want to allow nobody talk to the players, asked us for a copy of the film to replay it to the players in their locker room before the first match at the World Cup.